Blog: Star "creatives" get their feet under the boardroom table
Andy Morton | 8 February 2013
Anheuser-Busch Inbev announced today that Justin Timberlake is joining its Bud Light Platinum team to help the brand with “creative insights”.
We at just-drinks don't know whether the former boy-band star turned serious actor/musician is tasked with bringing the sexy back to Bud Light (that's the obligatory Timberlake song reference out of the way, in case you didn't notice), but it does highlight a corporate shift in the way famous faces are being used to market wares. No longer is it enough to appear on the product and in the TV ad, today's stars require a corner office and a key to the executive bathroom.
Yesterday, celebrity designer Marc Jacobs signed up with Diet Coke and for some time now Mark “Marky Mark” Wahlberg has been plugging away on behalf of Aqua Hydrate water (he's even part-owner).
The idea is they can bring their unique knowledge of the cultural landscape to the table, presumably blasting a down-with-the-kids shock of fresh ideas through the dusty corridors of corporate HQ.
Oh, and they also appear in the TV ad.
It's a bank holiday here in the UK on Monday (25 August). just-drinks' team will be taking a well-earned lie down. ...
Poland is hardly noted for its cider consumption, but all this could be about to change. ...
Here's a brave move by the folk from Camerata at Paulie's in Houston: a wine-related parody of Summer Nights from Grease....
Here's a round-up of the top stories on just-drinks last week, featuring The Coca-Cola Co and Monster Beverage Corp, Constellation Brands, Anheuser-Busch InBev and Australia's wine producers....
- Interview - Bacardi global marketing boss, whisky
- Comment - Hybrid Spirits: Innovation or Laziness?
- Has Coca-Cola Jumped From Frying Pan to Fire?
- Constellation grapples with glass as reality bites
- Brewers Feel Prolonged Russian Winter
- Mast-Jägermeister targets UK off-trade boost
- Diageo doubles intake for spirits start-ups scheme
- Second senior exec to depart Bacardi
- Portman finds against Diageo "mix it up" tagline
- Bacardi sees North America president step down